Project Objective
Chase Design presented a sustainable packaging project for our Packaging Systems class. The task? Design and develop a new artisan hummus brand to hit the market and appeal to a young adult audience. The conditions for this prompt were:
1) At least 80% paper board
2) It can be resealable
3) The package's form cannot be circular
Our group was excited for the task and began conceptualizing immediately. We assigned roles and went on a grand adventure to our local Wegmans & Tops for store audits.
THE TEAM
Char Miller, 3rd Year Graphic Design - Branding
Marissa Hayes (Me :D) - Illustrations
Emma Yee, 4th Year Industrial Design - Package Development/design
Image from @Chasedesign1957 on IG
And so it began, a 4-week endeavor of creating the silliest, cheekiest hummus market to hit the local dairy section shelves.
Survey Data
We surveyed 23 Hummus consuming 18+ individuals to figure out where to hone our focus on while designing. In our research we found that Flavor was a defining characteristic in the purchasing decision, and people were interested in bold ranges of flavors. The other key information gained was identifying why people were buying hummus. Keeping parties and long term snacking in mind, creating a fun opening experience became crucial in package design ideation.
Additionally, people educated us on the key reasons hummus had entered their life. With amusing answers being simply "I'm Jewish", a large portion related to dietary changes and a need for protein .
Personas
Using survey data and collected research we created types of personas that would represent our target market. An 18+ audience who are environmentally focused, and have a daring palette would be the focal group.
Sophie & Jackson reflected our party-based consumer who were sharing their favorite dip with others. Kira is a star example of our adventurous hummus consumer who is mainly entering the chickpea realm due to a dietary change.
Packaging Ideation
Scouring both stores and Pinterest, we aimed to find a unique form for the hummus that would be both functional and eye-catching. How could we highlight a sharing aspect? How could the package become multifunctional? How could opening the package be a different and neat motion? All challenges that puzzled our minds while searching for the ideal shape.
Dirty Garbanzo Branding
The colors of Dirty Garbanzo are loud. The key colors for the brand are black, white, and two chickpea shades. The additional colors are energetic accent colors that correlate to specific flavors.
Using a variable typeface called June Experimental Variable. This really emphasized our brand's funky personality.
The word “dirty” is in the most “curious” mode of the variable typeface. Tweaks were done to the initial logo to help with contrast issues in the typeface for our
smaller applications.
The word “dirty” is in the most “curious” mode of the variable typeface. Tweaks were done to the initial logo to help with contrast issues in the typeface for our
smaller applications.
Our secondary typeface is SF Compact for the body of our brand messaging.
Visual Ideation
Next we could finally start designing the visuals for our brand and identify the attitude of our marketing. Sketching out styles and potential characters began. We were going to embrace the humorous side of our youthful audience, and get cheeky (Literally).
Influences
A retro style was decided upon to emphasize the bold personality of our brand and goofy nature of future characters. This would bring a charming side to the illustration and ease for consistency of details.
Our 3 Bold Flavors
With feedback from chase on particular flavors we listed in lists, we chose the most exotic and unexpected combinations of ingredients. For hummus, these flavors have yet to match and mingle.
Final Deliverables
With Every panel explored and a package form finally found, we designed an adorably portable hummus for our bold and environmentally conscious consumer. Clear labels related to certifying our box for recycling, composting, and soy ink printing are placed on the front half of the structure. Further information on the sustainable details of our package is detailed on the right side with a QR code to encourage additional education. Flavor pairing suggestions are listed on the left panel, and ingredients and nutritional information are listed on the back.
Physical Mockup & Testing
We made sure what we designed had the appropriate specs and could open properly. Once you peel back the sticker, the lid opens to reveal the beautifully colored hummus and some personality descriptions of our mascots.
Merchandiser
We wanted to grab the attention of shoppers and really peak their interest. We have our top
banner really catching eyes. Our side fin is bringing customers in, but with more information
about our sustainability.
banner really catching eyes. Our side fin is bringing customers in, but with more information
about our sustainability.
To make our hummus stand out even more, our trays act as pedestals. Raising them up from our competitors with the price being clearly shown. In our research we found that hummus is currently sold below eye level, so we are countering this with our trays. And of course, Our banners and
trays are all paperboard with a soy-based ink that is biodegradable and don't include
harmful chemicals.
trays are all paperboard with a soy-based ink that is biodegradable and don't include
harmful chemicals.
We aim to be bold with our booties
and kind to mother nature.
Desire the Delicious,
Dirty Garbanzo
